Color
Design and Psychology for Branding
Brands and color are inextricably linked because color offers an
instantaneous method for conveying meaning and message without words.
Branding is a word commonly referred to by advertisers and marketing
people, but what does it actually mean? Marketing experts define
"brand" as the "name, term, sign, symbol or design, or a
combination of them intended to identify a company's products or
services." In other words, a brand communicates the "idea" of
company or product. This is what forms the connection with consumers.
For example, in the illustration of the 3 brand images above:
The JAL (Japan Airlines) image has several
Components: The bird symbolizes flight and the color red communicates power.
Red also symbolizes good luck in Asia. The circle and the color red reference
the flag of Japan. Therefore, the brand image communicates powerful air
transportation from a Japanese company — and good luck with the journey.
The AT&T image is an award-winning
design. The globe symbolizes a world circled by electronic communications. More
specifically, the symbol is made up of very carefully delineated 'highlight'
and 'shadow' elements. As a result, the symbol may be reproduced to give the
impression of a three-dimensional sphere that is lighted from a distance
source.
The UPS (United Parcel Service) image is an
excellent example of how a single color communicates meaning. Brown symbolizes
dependability and solidity. (It is not a snobby color; it is not high
technology; brown is grounded in the earth.)
Color is
one of the most important components in creating brand identity. The purpose of
a brand identity system is to encode a brand in people's memory and retrieve it
from their memory. In a visual system, the two most powerful components are the
consistent recognizable shapes and
colors. It is
best if these shapes and colors are distinctive.
One
of the key elements of building a strong brand is color selection. Every color
has a different feel and various associations. By choosing a color or a
combination of colors for your brand identity, you will take on those
associations. Colors will evoke certain emotions and feelings towards your
brand so it is vital to choose a color that will represent your identity
effectively.
Research
reveals people make a subconscious judgment about a person, environment, or
product within 90 seconds of initial viewing and that between 62% and 90% of
that assessment is based on color alone.
Color can
have a significant effect on people's perception of a product or brand. For
instance, burgundy and forest green are perceived to be upscale while an orange
label or package indicates an inexpensive item.
Third,
colors can actually have an effect on a person's state of mind and cognitive
ability as demonstrated by numerous research studies. For instance, pink has
been shown to increase a person's appetite and calm prison inmates.
The Power of Images
A single image delivers a lot of information in a very short
time because we perceive an image all at once, whereas reading or hearing often
takes significantly longer to process the same information.
A recent study found that images of brands trigger religious
reactions. (Source) Dr. Gemma Calvert discovered that when
people viewed images associated with the strong brands— the iPod, the
Harley-Davidson, the Ferrari, and others— their brains registered the exact
same patterns of activity as they did when they viewed the religious images.
The Power of Colors
and Shapes
Brands communicate meanings with the language of color and
shape. As the overused cliché says, "A picture is worth a thousand words."
Studies
show that on average shoppers take just five seconds to locate and select a
given product, generally at a distance of from three-to-six feet. Locating that
product occurs when it is visible to the passing shopper. Here visibility is
measured by contrast and the physiological driver that creates contrast is
color. Color is one of the brain’s three visual pathways and, since we process
every object within view simultaneously, color is the mechanism that places
emphasis on certain areas. In addition to enhancing on-shelf visibility, the
appropriate use of color can increase brand recognition by some 80%, while also
serving as an important brand identifier.
While
color works on one level, it is not the only factor leading to product
selection. Memorable shapes also initiate a cognitive process of evaluation and
brand preference. Shapes often determine the first impression of a product
while metaphorically communicating key benefits and advantages. In combination,
color and shape combinations can signal quality, while enhancing perception.
For instance, symmetrical shapes pair well with passive colors… triangular and
diamond shapes with active colors.
Color /shape
combinations can also communicate brand personality, so like color, the use of
shape in brand identity and design plays a role well beyond on-shelf
visibility.
There are natural — or universal — associations evoked by shapes
and colors that are common to all of us: For example, a horizontal line is
stable and a diagonal line is dynamic. Red is hot and full of fire, blue is
cool and watery — or intangible like the sky.
Did you know? Ads in color are read up to 42%
more often than the same ads in black and white (as shown in study of phone
directory ads).
The
relationship between a brand and the color
plays a huge role in the minds of consumers. Colors have a much greater role than
a graphic design on a logo. It is a valuable messaging tool that marketers use
to give consumers a visual memory or even elicit an emotion. Color is an
important factor in determining the value and characteristics that a brand
wants to portray.
Red is a powerful color symbolizing energy, passion and even danger. Red
is an intense color. It is often used in logo
design to grasp the viewer’s attention and has been known to raise one’s blood pressure or make people hungry. You will usually see red
in foods and powerful products.
Orange connotes adventure and fun. It is less intense than red,
but still packs in a lot of punch. It is more playful and like red, is an attention grabber. It has also been
used to convey value and discounts. Many brands use this color to create
playfulness or stimulate emotions and even appetites.
Yellow is has a varying
representation. Like red, it can have conflicting messages. It can represent sunshine and
happiness or caution and cowardice. Its more vibrant shades elicit feelings of well-being
and are said to stimulate mental activity. However, yellow has been proven to
create stress among people, which is why it is used in road signs to caution
people.
Green has been a recent favorite for marketers. It is used literally
and figuratively. Green promotes cleanliness,
freshness, renewal and environmental friendliness. It is seen as a restful and
soothing color, but can also represent jealousy and inexperience. Many brands
have been using this color to portray themselves as eco-friendly and organic.
Blue is one of the most popular colors used within the technology
industry. It is regularly associated with security, efficiency, productivity
and clearness of mind. It also symbolizes cleanliness, openness and relaxation and
works with cleaning products. Brands that tend to use blue are high-tech companies,
cleaning products or fortune 500 companies.
Purple has symbolized nobility and wealth. For centuries, purple has
been seen as a powerful color for luxury brands and products. Since purple is a
combination of red and blue, it has both warm and cool properties. It implies
mystery with sophistication. This color can be found in brands that promote
education related products or luxury products.
Pink is a feminine color and denotes feelings of innocence and
delicateness. It is often joyful and bubbly. Today, many people associate the
color pink with breast cancer. It is often a color used in logos to add a
feminine vibe to the brand.
Brown is a strong, earthy color that notes honesty and dependability.
One of the most popular brands that have embraced the color and associations
with it is UPS. Their slogan, “What can Brown do for you?” denotes that they
represent that color and the association of dependability.
Black is known for
being classic and strong. Many marketers use this color to conjure authority, boldness,
elegance and tradition. This color is used in most marketers’ strategy as a
font color or outlines of logos.
White is universally
known for being pure and peaceful. Thanks to Apple, white has also been known
for being an innovative color. Apple has adopted characteristic and applied it
to their brand. Many brands will use the color white for their backgrounds to
enhance another color.
Some brands decide to include
multiple colors into their logo. They chose not to associate themselves with
one color and would rather have more variety. This makes sense for brands that
are platforms or marketplaces as they host vast amounts of different
applications or goods.
